French market gets campaign message

The new phase in France’s pan-industry timber promotion has hit its targets, according to key participant Le Commerce du Bois (LCB).

The latest move in the three-year-old Résolument Bois (Resolutely Wood) marketing campaign directs consumers to one of the 250 outlets of LCB’s merchant membership, not just for products, but also advice.

Under the banner Expert Relais Bois (Wood Expert Network), the new promotional push started in the Spring focused on exterior products, notably decking.

All merchant outlets were provided with leaflets and other point of sale material and the campaign also targeted professional and home-style media, placing a total of 100 adverts in 20 titles.

“Expert Relais Bois also strengthened links with journalists through a PR programme providing press releases on specific building case study projects,” said LCB Director Eric Boilley.

Campaign material was also distributed to end users, including 150,000 leaflets on decking installation, plus new LCB guidelines on the associated technical issues. 

“The new website is also now live, including a facility to  your locate your nearest member merchant and search by product,” said Mr Boilley. “There is also an associated phone app – with the combination creating a significant showcase for timber in France.”

From the Autumn, Expert Relais Bois promotion will turn its focus to renovation and insulation products. 

LCB supports Résolument Bois thanks to funding from industry-wide umbrella body France Bois Forêt and the latter has committed to continue its backing for a fourth year.

The commercial impact of the latest campaign will be analysed at the year end.